DICE have taken every opportunity to capitalize on the mistakes made by Activision and Infinity Ward with regard to Modern Warfare 2.  From their timely announcement that Bad Company 2 would be using dedicated servers right down to the language on the game’s info page (emphasis mine):

All of [Bad Company 2's] features combine to deliver spectacular and unpredictable action moments found nowhere else in a modern warfare experience.

If you played through the singleplayer campaign in Battlefield Bad Company 2, you likely heard a couple more digs at Modern Warfare 2.  But in case you missed them:

Actually when I heard the “heartbeat monitor” reference, my first thought was not MW2, but an older (and better) game:

And no, I don’t mean those abortions of the franchise bearing the mark of Lockdown or Vegas,  I mean the classic 1998 Red Storm game.

At any rate, DICE are continuing their assault on MW2 without actually saying its name, I can only assume for fear that uttering it thrice will summon a manner of Beetlejuice-type being that wants nothing more than to marry a game designer who looks just like a goth Winona Ryder (you know who you are), and let’s face it: sandworms make a mess.

The latest shot fired, which came shortly after Modern Warfare 2‘s first map pack was announced, is in the form of a Battlefield Blog post entitled “How to avoid ‘mapathy’ without paying!”  In case you couldn’t tell, this is a post about Bad Company 2‘s very own map pack, to be released on — wait for it — March 30!  Those of you who have been paying attention have already noticed this is the same day MW2‘s “Stimulus Package” will be let loose.  The difference is DICE is making their maps free to all “VIP members” (fret not, if you bought a new copy of the game, you’re a VIP member.  It’s all part of EA’s “Project Ten Dollar,” which is designed to keep money coming their way instead of going to used-game retailers by making DLC free to purchasers of new copies, while charging $10 [get it?] for those who bought second-hand).

To be fair, BC2‘s map pack only includes two maps, both of which are simply different game modes for existing maps.  So you’ll be able to play Arica Harbor on Conquest mode (instead of Rush) and Laguna Presa on Rush (instead of Conquest).  This is a pretty simple update, and while I’m not really sure two items constitutes a “pack,” the point is that it’s a free update and DICE are sure to let you know their stance on that:

[New content] also plays a vital part in making sure you, the players get proper value for the money you’ve invested in Battlefield: Bad Company 2. This is why these map packs are available at no extra cost, contradicting the industry standard and what our direct competitors are doing. Of course, it also helps avoid segmenting the community, making sure everyone can play together having the same maps available.

I suppose the comment on segmenting the community is a valid one, but it’s sort of a foreign concept to PC gamers.  Aside from the fact that new maps (which, along with new character skins, are probably the oldest form of DLC) were always free, a new map was never more than a Google search and a download away.  Simpler still, for example, whenever you play a Valve game (Counter-Strike, Day of Defeat, Half-Life Deathmatch, etc.) on PC and you connect to a server running a map you don’t have, it’s only a matter of waiting a few moments for the map to download and install itself so you can jump into the action.  For likely a number of reasons, this user-driven community hasn’t developed on consoles the way it did on PC, and there was no need to implement such a system.  It’s scary for PC gamers to think that what DICE are doing is “contradicting the industry standard,” but it’s the sad reality when it comes to the console market.

The truth is, since it’s essentially only reworkings of already-released maps — and only two of them at that — DICE and EA would be hard pressed to actually charge users for this “content.”  You could argue that players aren’t being charged for the two maps in MW2‘s package that are simply being ported over from CoD4 (is there even any porting to do?), but that would actually hurt your argument since it would mean you’re being charged a quarter of the price of a “full” game for only three maps instead of five.  It’s a smart move for DICE and EA to promote a user-friendly image and make everyone feel like they’re keeping an eye out for you instead of just keeping an eye on the bottom line, even if it seems that Activision and, to a lesser extent, Infinity Ward are doing most of the work for them by distancing themselves even further from their audience.